Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A study on the impact of Hallyu on the Korean national image and the image of cosmetics: Focusing on psychological distance theory

한류가 한국 국가 이미지 및 화장품제품 이미지에 미친 영향연구: 심리적 거리이론 중심으로

  • Jeongman Lee (DASAN LINC3.0 Project Group, Dankook University)
  • 이정만 (단국대학교, 다산LINC3.0사업단)
  • Received : 2024.03.08
  • Accepted : 2024.04.26
  • Published : 2024.05.30
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Abstract

Despite COVID-19 and the global economic depression, cosmetics exports are continuously increasing due to the growth of Hallyu consumption overseas. Thus, systematic research is needed to determine what impact Hallyu has on cosmetics. Many studies have been conducted on psychological distance, Hallyu preference, and the overall Korean product image, but research related to the image of cosmetics has been insufficient. AMOS 26.0 was used to empirically analyze the impact of cultural distance, social distance, and Hallyu preference on the national image and the impact of the country's image on the image of cosmetics among females experienced with Hallyu in Indonesia and Malaysia. The empirical analysis showed that cultural distance, social distance, and Hallyu preference had a positive effect on the national image, and the national image also had a positive effect on the image of cosmetics. Since Hallyu has a positive indirect effect on the image of cosmetics, it strengthens the competitiveness of cosmetics companies in overseas markets. In Indonesia, only cultural distance and Hallyu preference were found to affect the national image. However, in Malaysia, all variables affected the national image. Thus, even the same Hallyu content could have different effects on the national and cosmetic images in each country. Therefore, strategies for utilizing different Hallyu contents that are suitable for each country are needed to revitalize Korean cosmetics in overseas markets.

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